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Essay / Research Paper Abstract
This 7 page paper examines Starbucks, but three influences from the remote environment including the economic positions, concerns regarding health and the impact of technology, and then looks at the way in which the organization strategy has been able to adapt and develop in line with these influences. The bibliography cites 5 sources.
Page Count:
7 pages (~225 words per page)
File: TS14_TEremotstar.rtf
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Unformatted sample text from the term paper:
the leadership of Howard Schultz, who took the firm over from the founders while it was still in its infancy, the firm has increased in size, to one with a
turnover of $9,776.4 million in 2009, with more than 16,000 outlets in more than 50 countries (Starbucks, 2010). To gain this position and reach a potential future the firm has
had to develop strategies taking the macro environmental influences into account, this is an ongoing process. By looking at three influences from the remote environment it is possible to assess
the impact they may have on the firm and use this to determine a future strategy. One of the major influences in
2010 is the economy. There has been a global recession and credit crisis; this was seen to start in 2008. The causes of the recession are not relevant for the
paper; it is the impact that it has had that is relevant for Starbucks. The condition of an economy will impact on the way any retail sales are made. Where
there is a recession there will be increasing unemployment and falling levels of disposable income, even families that may not be suffering as a direct result of the economic changes
may have a low level of confidence which will impact on their spending and increase their desire to save rather than spend (Nellis and Parker, 2006). This reduces the aggregate
demand for goods in an economy with the greatest impact being felt on the areas which rely on discretionary spending (Hooley et al, 2004). Starbucks coffee is not an essential
item, it is not needed, so it is reliant in discretionary spending, this has resulted in falls in sales. Looking at 2009 sales of $9,776.4 million these were lower that
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